Journal ArticleDOI
Analysis and Interpretation of Qualitative Data in Consumer Research
Reads0
Chats0
TLDR
In this paper, the authors present a framework for thinking about the fundamental activities of inference and interpretation by researchers using qualitative data, and suggest metaphor and other literary devices as models for understanding the meanings of others, identifying patterns in these meanings, and representing how systems of meanings reproduce culture.Abstract:
This article presents a framework for thinking about the fundamental activities of inference—data analysis and interpretation—by researchers using qualitative data. I contrast these two activities. For analysis I describe seven operations: categorization, abstraction, comparison, dimensionalization, integration, iteration, and refutation. For interpretation I suggest metaphor and other literary devices as models for understanding the meanings of others, identifying patterns in these meanings, and representing how systems of meanings reproduce culture. The purpose of these descriptions is to suggest a vocabulary for and stimulate discussion about how researchers using qualitative analytical techniques arrive at conclusions and make sense of data.read more
Citations
More filters
Journal ArticleDOI
The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities
TL;DR: Netnography as mentioned in this paper is an online marketing research technique adapted to the study of online communities that provides information on the symbolism, meanings, and consumption patterns of online consumer groups and provides guidelines that acknowledge the inherent flexibility and openness of ethnography, and provide rigor and ethics in the conduct of marketing research.
Journal ArticleDOI
Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach:
TL;DR: In this article, the authors find that the service quality construct conforms to the structure of a third-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality.
Journal ArticleDOI
Consumer Culture Theory (Cct): Twenty Years of Research
TL;DR: In this paper, a synthesizing overview of consumer research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption is provided, with the aim of providing a viable disciplinary brand for this research tradition that we call consumer culture theory.
Journal ArticleDOI
Do Consumers Expect Companies to Be Socially Responsible? the Impact of Corporate Social Responsibility on Buying Behavior
TL;DR: In this article, the authors report the findings from in-depth interviews of consumers to determine their views concerning the social responsibilities of companies and develop a typology of consumers whose purchasing behavior ranges from unresponsive to highly responsive to corporate social responsibility.
Journal ArticleDOI
Access-Based Consumption: The Case of Car Sharing
Fleura Bardhi,Giana M. Eckhardt +1 more
TL;DR: In this paper, the authors examine the nature of access as it contrasts to ownership and sharing, specifically the consumer-object, consumer-consumer, and consumer-marketer relationships, and identify four outcomes of negative reciprocity resulting in a big-brother model of governance, and a deterrence of brand community.
References
More filters
Book
The Discovery of Grounded Theory
TL;DR: In this paper, the discovery of grounded theory is discussed and grounded theory can be found in the form of a grounded theory discovery problem, where the root cause of the problem is identified.
Journal ArticleDOI
Basics of Qualitative Research
Book
The Interpretation of Cultures
Richard Fenn,Clifford Geertz +1 more
TL;DR: The INTERPRETATION OF CULTURES CLIFFORD GEERTZ Books files are available at the online library of the University of Southern California as mentioned in this paper, where they can be used to find any kind of Books for reading.
Book
Qualitative analysis for social scientists
TL;DR: This book presents a meta-coding pedagogical architecture grounded in awareness contexts that helps practitioners and students understand one another better and take responsibility for one another's learning.
Book
The long interview
TL;DR: The Four-Step Method of Inquiry Quality Control The Writing-Up Process Managing Qualitative Research Conclusion as discussed by the authors The four-step method of inquiry quality control is used in this paper.